B2B Social Selling: The Art and Science

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Let’s play a game, shall we? Put a finger down if you have an active social media account. I bet 97% of you put your finger down. A study done shows the number of people using social media from 2010 to 2018 increased by 23%.

The accounts vary from having a LinkedIn account to an Instagram account. Whichever channel you are using, it helps you build bridges with different people all over the world. Some organizations are also taking up the role of having an active social media account. 

Most organizations make use of social selling to reach their prospects, so what is social selling? Social selling uses the organization’s social media channels to connect with prospects and develop potential connections. 

Sales is a very competitive industry, and there’s a lot of misleading ideas out there. 

Social Selling Misconceptions

Before we harness the art of B2B social selling, let us first discuss the misconceptions around social selling. 

  1. Myth: It would help if you had an extensive network for you to use social selling. 

Truth: This is one of the common misconceptions most people have about social selling. Yes, numbers help you have a robust social network. But what people fail to recognize is that relevancy is way more important than numbers.

Making use of warm introductions is key to your success.

2. It would be best if you were active on all social media channels.

You could use several social media channels, but this should not pressure you into using all the channels as a social seller. Often than not, most social sellers focus on one or two channels. 

3. You have to be always on your phone.

As a social seller, you’ll be required to generate connections online. However, it does not mean that you have to always be on your phone or computer. A great social seller understands that in-person interactions form the best connections. But what about social selling on social media?

Common Social Media Channels Used In Social Selling

Disclaimer when picking a social media channel to use, there are a few factors that you ought to consider. One factor that you ought to assess is your social media goals. 

This could be that you; want to improve your brand's visibility or wish to sell your product. Identifying your objective will help you choose the right channel. 

TikTok is a social media channel that recently got its oomph in 2020. Few organizations have ventured to use this channel. And it is a channel that I believe more organizations should tap into, especially if their target audience is young people.

What You Need To Know About Increasing Your Social Selling Index On LinkedIn

There are a few tips you can make use of to help improve your social selling index. Here is what you need to know that LinkedIn uses to help calculate your score.

  1. To help build your brand, you should use images or banners that will help create a foundation for you. 
  2. For you to boost your score, reach out to the right prospects. Limit the number of cold connection requests you make. 
  3. Did you know that LinkedIn measures how you engage? With this, you should have relevant engagement. Before engaging, always ask if the connection offers any relevance to your industry?
  4. The index usually checks your relationship score. With this, it is best that you either leave a comment or even tag them. LinkedIn logarithm will pick up this and notice that you are building the relationship.

How To Harness The Art Of B2B Social Selling

This is the part you’ve been waiting for. So now that you know which channels are commonly used, the misconceptions revolve around social selling. Here is how you can master the art of social selling. 

  1. You should sync your CRM with the sales navigator.

Did you know that anytime you sync your CRM, you will likely see a difference in social selling speed and precision? The benefit of doing this is that with the help of your CRM, your sales navigator will be able to update any exciting information regarding the prospects you are targeting.

2. Start recording their calls and details.

This is an ideal strategy to launch follow-up conversations without leaving LinkedIn. By recording the calls, it will coach you on the topics the prospects best enjoy talking about. 

3. Make use of the shared experience filter.

Imagine this you are at a seminar, and someone approaches. The conversation is pleasant, and suddenly they mention that they are fans of watching a particular comedy show you like. This will spark up a bond as you two have a common thing. 

Having common interests and experience tends to act as a social bridge. Fortunately, LinkedIn has a filter that quickly allows you to search for leads that have similar experiences or interests.

Is this something you genuinely want to venture into but do not know where to start? AI-bees has got you covered; we will help you send personalized messages that feature the prospect’s experience or shared interest. Why not give us a call and see your social selling experience change.

4. Use videos to scale up your social selling 

The closest you can get to interact with another person on the web is through a call or one-on-one meet-up. With social selling, if you wish to have one-on-one interaction, then make a video. 

The video could be about an interesting idea you wish to share or an opinionated rant. You do not have to create the videos from scratch, as you can search for short snippets that align with your course. 

Using videos will help create your lead generation clout. 


In conclusion, social selling requires you to be a tad patient. You’ll need frequent conversations that will help create a long-term relationship. Do not fret, as the efforts are all worth it!

Make use of the above tips, and you’ll shine in an environment that is crammed with spammy outreach messages.